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freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

brand earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

compound names

Names that combine two or more words or ideas. Examples include Microsoft (microcomputer + software), Netflix (net + flicks), Walmart (Walter + mart). Also called portmanteau words.

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...

business strategy

The overall plan an organisation uses to achieve its goals and compete effectively. Brand strategy supports business strategy by shaping how people understand, remember and choose the organ...